In the highly saturated iGaming market, influencer marketing is shifting from hype to effectiveness. Game providers are increasingly realizing that simply launching new games is not enough to attract attention; the key is how to use online influencers to truly convert "visibility" into user growth and retention. Kate Puteiko, Chief Marketing Officer at BGaming, points out that this requires establishing a "streamer-first" strategy system—centered on a three-tier framework of data-driven, product design, and user engagement, to transform traffic exposure into actual value.
New Games Overload, Exposure Becomes Scarce
According to data from Egaming Monitor, by the third quarter of 2024, an average of 1,400 new online gambling games are launched monthly, equivalent to about 15 games per day. In such fierce competition, even the hottest new games may hold less than 0.02% market share.
"In such a crowded environment, merely launching does not mean being seen by players, let alone being actually tried," Puteiko states. "We began to question ourselves, what if the game's exposure could be manipulated, could be designed? What would the outcome be?"
Influencer Marketing Moves to the Forefront, But Its Benefits Are Hard to Measure
iGaming is a highly visual industry, and as the influence of social platforms continues to rise, streamers naturally become the forefront of marketing. However, Puteiko notes that many operators simply see streamer collaboration as a "shortcut"—getting someone to show their face, generate some traffic, and then it's over, but rarely considering its actual effectiveness. "Does exposure really lead to activity? Does it really promote player conversion? There are no answers."
Building a Replicable Three-Tier Streamer Strategy
To address these issues, BGaming has designed a data-driven three-tier model aimed at turning streamer collaboration from a one-time gimmick into a sustainable growth engine. This model includes a data layer, product layer, and engagement layer.
Data Layer: From Blind Collaboration to Quantifiable Analysis
With the help of Strmlytics (formerly Casinolytics), BGaming can accurately identify which streamers are broadcasting their games, with clear data on viewing duration, audience numbers, and comparisons with competitors. This gives BGaming the ability to objectively assess the effectiveness of streamer collaborations for the first time.
Product Layer: Game Design Tailored for Live Streaming
Merely observing data is not enough; BGaming further incorporates "suitability for live streaming" into its product design logic. High volatility, large bonuses, and a trackable accumulation rhythm are key elements to attract viewers. By optimizing reward pacing and visual tension through data analysis, BGaming has created hits like "Aztec Clusters" that have topped the popular live streaming charts for several weeks in a row.
Engagement Layer: Allowing Viewers to Participate, Not Just Watch
To enhance viewer interactivity, BGaming has developed streamer challenge tools, supporting streamers to initiate challenges during live broadcasts, such as competing for the highest multiplier or challenge scores, with viewers able to participate in real-time and win prizes. Through this mechanism, viewers are not just onlookers, but active participants in the game. These actions can later be tracked as quantifiable user data, including new user registrations, replay rates, and GGR contributions.
Case Results: From "Aztec Clusters" to "Snoop Dogg Dollars"
After putting its streamer model into practice, BGaming quickly saw results. Even streamers who had not collaborated began to spontaneously broadcast "Aztec Clusters," promoting its natural spread. Later, BGaming, in collaboration with Roobet and Strmlytics, launched the first celebrity collaboration slot machine "Snoop Dogg Dollars," a game still among its most popular, creatively and vocally contributed to by Snoop Dogg himself.
Additionally, BGaming has also partnered with Stake in the Latin American market to launch streamer challenge events, driving player registrations, deposits, and account activations, further validating the positive correlation between streamer strategy and platform conversion.
Insight: Streamer Collaboration Should Not Be Occasional, But a Replicable Capability
Puteiko emphasizes that this framework allows BGaming to move away from the "hit-and-run" traffic dilemma, establishing a sustainable content exposure mechanism. "We've shifted from occasional exposure peaks to systematic, trackable, and optimizable influence operations."
She concludes: "To make your product truly 'appear on the screen,' not just 'exist in the game lobby.' Provide tools for streamers, not just announcements, but also content and mechanisms that can activate their audience. The success or failure of influencer marketing can ultimately be quantified into a series of precise data indicators."
Today, the success of iGaming's B2B is increasingly built on the foundation of B2C exposure, with the key driving force being the streamer economy.
